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Research has found that firms with deep purpose treat purpose as an existential intention that informed every decision, practice and process. They adopted purpose as their operating system, perceiving it as a vital animating force.

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This page is a summary of: Crafting a performance-focused strategy of “Deep Purpose”, Planning Review, April 2022, Emerald,
DOI: 10.1108/sl-03-2022-0020.
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